DASAR-DASAR PEMASARAN MINGGU KE XI DASAR-DASAR PEMASARAN Pokok Bahasan: Pertimbangan dan Metode Penetapan Harga Tujuan Instruksional Khusus: Menjelaskan faktor-faktor yang dipertimbangkan dalam penetapan harga Metode-metode penetapan harga DASAR2 PEMASARAN

Pricing Products: Pricing Considerations and Approaches Chapter 11 Pricing Products: Pricing Considerations and Approaches DASAR2 PEMASARAN

Price Price is the sum of all the values that consumers exchange for the benefits of having or using the product or service. Price has been the major factor affecting buyer choice; nonprice factors have become increasingly important in buyer-choice behavior. Price is the only element in the marketing mix that produces revenues; all others represent costs. DASAR2 PEMASARAN

DYMAMIC PRICING Charging different prices depending on individual customers and situations DASAR2 PEMASARAN

Factors Affecting Price Decisions ( Fig. 10.1) External Factors Nature of the market and demand Competition Other environmental factors (economy, resellers, government) Internal Factors Marketing Objectives Marketing Mix Strategy Costs Organizational considerations Pricing Decisions DASAR2 PEMASARAN

Internal Factors Affecting Pricing Decisions: Marketing Objectives Survival Low Prices to Cover Variable Costs andSome Fixed Costs to Stay in Business. Current Profit Maximization Choose the Price that Produces the Maximum Current Profit, Etc. Marketing Objectives Market Share Leadership Low as Possible Prices to Become the Market Share Leader. Product Quality Leadership High Prices to Cover Higher Performance Quality and R & D. DASAR2 PEMASARAN

Internal Factors Affecting Pricing Decisions: Marketing Objectives Other specific objectives include: Set prices low to prevent competition from entering the market, Prices might be reduced temporarily to create excitement or draw more customers. Nonprofit and public organization may have other pricing objectives such as: University aims for partial cost recovery, Hospital may aim for full cost recovery, Theater may price to fill maximum number of seats. DASAR2 PEMASARAN

Internal Factors Affecting Pricing Decisions: Marketing Mix Customers Seek Products that Give Them the Best Value in Terms of Benefits Received for the Price Paid. Product Design Nonprice Positions Price Distribution Promotion DASAR2 PEMASARAN

Types of Cost Factors that Affect Pricing Decisions Fixed Costs (Overhead) Costs that don’t vary with sales or production levels. Executive Salaries, Rent Variable Costs Costs that do vary directly with the level of production. Raw materials Total Costs Sum of the Fixed and Variable Costs for a Given Level of Production DASAR2 PEMASARAN

External Factors Affecting Pricing Decisions Market and Demand External Factors Affecting Pricing Decisions Competitors’ Costs, Prices, and Offers Other External Factors Economic Conditions Reseller Needs Government Actions Social Concerns DASAR2 PEMASARAN

Market and Demand Factors Affecting Pricing Decisions Pricing in Different Types of Markets Pure Monopoly Single Seller Pure Competition Many Buyers and Sellers Who Have Little Effect on the Price Oligopolistic Competition Few Sellers Who Are Sensitive to Each Other’s Pricing/ Marketing Strategies Monopolistic Competition Many Buyers and Sellers Who Trade Over a Range of Prices DASAR2 PEMASARAN

Major Considerations in Setting Price (Fig. 10.5) DASAR2 PEMASARAN

Simplest Pricing Method Ignores Current Demand & Competition Cost-Based Pricing Certainty About Costs Simplest Pricing Method Pricing is Simplified Cost-Plus Pricing is an Approach That Adds a Standard Markup to the Cost of the Product. Price Competition Is Minimized Ignores Current Demand & Competition Much Fairer to Buyers & Sellers DASAR2 PEMASARAN

Cost-Based Versus Value-Based Pricing (Fig. 10.7) Product Cost Price Value Customers Customer Cost-Based Pricing Value-Based Pricing DASAR2 PEMASARAN

Competition-Based Pricing Setting Prices Competition-Based Pricing Going-Rate Company Sets Prices Based on What Competitors Are Charging. Sealed-Bid Company Sets Prices Based on What They Think Competitors Will Charge. ? ? DASAR2 PEMASARAN